An UnLtd partnership
A national multi-media campaign has showed extraordinary support and goodwill from almost every major media outlet in Australia, as its cause strikes home during COVID-19.
The campaign, coordinated by UnLtd, has seen Australian media organisations donate nearly $4 million of print and broadcast space to share an anti-bullying message and promote Do it for Dolly Day.
Through the partnership with UnLtd, Dolly’s Dream has received incredible support across the media industry. To date, Seven West Media, Nine Entertainment Company, Network 10, SBS, Foxtel Media, WIN, Southern Cross Austereo, Australian Radio Network, Nova, ACE Radio, QMS Media, oOh! Media, JCDecaux, Shopper Media, Val Morgan Outdoor, Australian Community Media, Bauer Media Group, Pacific Magazines, Verizon Media, The Guardian and REA have offered support.
The Are Your Words Doing Damage television commercial for the campaign is from a short film made pro-bono last year for Dolly’s Dream by 15-year-old film maker Charlotte McLaverty and features a soundtrack by US superstar Billie Eilish.
The final commercial was a combined effort from Cox Inall Change, BWM Dentsu, and OTTO Empire.
Rachel Troy, COO at UnLtd, said the support from the industry had been incredible with many citing touching personal stories of their involvement.
“The response from the media owners has been so generous, it’s a message that has clearly resonated with so many. We’ve had media owners asking to run the campaign even past the campaign period as they feel it’s such an important message and something so many can relate to. We all know kids who could be Dolly, we all live in fear of it,” said Rachel.
The ‘Are Your Words Doing Damage’ TVC was originally written by 15-year-old Melbourne school student, Charlotte McLaverty. The short film features a soundtrack by US superstar Billie Eilish and was produced pro-bono by Cox Inall Change.
Dolly’s Dream’s Brad Langoulant said we’re so grateful for this support.
“It’s heartening to know so many people and organisations are behind us. Together, we hope the day will not only honour Dolly’s memory, but make sure those important conversations continue around bullying and online safety, and how kindness and compassion can change the outcome of a day,” said Brad.
You can watch the commercial here.